Pour un Sourire d'Enfant school had an exceptional conference about Luxury on Wednesday afternoon November 10th only Mr. Denis Morisset offered the students a one hour conference with Q&A session.
Mr.Denis Morisset worked for many years in the luxury industry before working as a university teacher and directing the ESSEC Luxury MBA. He said he had little knowledge of Cambodia but often came to Singapore in China where he also teaches at University
Conference organization
Thanks to the Luxury Fair that was taking place from November 12th to November 14th in Phnom Penh, 80 students from the Business School as BSH2 (Business high level School) and the BSM2 (Business Medium level School and the Food and Beverage Management School (FBM3) of the French association Pour un Sourire d’Enfant (PSE), were able to enjoy the presence of Mr. Denis MORISSET.
The organizers of the Luxury Fair in Phnom Penh, Mr. Olivier SIEBER, from the Franco-Khmer Chamber of Commerce, and his Excellency Mr. TRAC Thai Sieng, Vice-Governor of the Municipality of Phnom Penh, have kindly arranged this visit with us and also took this opportunity to visit PSE center in Stung Mean Chey.
Mr. LA Vibol,
Director of the Vocational Training Center, Mr. Ban Vithou, Marketing Instructor, Mr. Anthony Tigé, Business School Advisor, and Miss Eléonore Iriart, Marketing Professor, helped to organize this event at PSE and attended the conference.
About Luxury
Denis Morisset explained that luxury is not only pricy inaccessible products or services, accessible only to a niche of the population, and that most people can only dream of, it is also a state of mind. It is the taste for beauty in this world and this is present in all of us. It is also what you lack, for example, in business world, time or calm could be a luxury. Cambodia has some unique strength that it should develop for that matter. For example, in the hospitality, Cambodia should identify the little things that are different and make the customers experience true luxury, whether it is through kindness, smile, respect, or related to traditions like Apsara dances, bowing and joining hands for saying thank you or saluting guests, etc.
Denis Morisset also explained that luxury brands, although they are accessible only to a niche of people today in Cambodia, must start building presence here and now. The reason is first, that although, there may be few potential customers, they have a very big purchasing power, and can make events, such as the luxury fair, very successful. He also explained that Cambodia being a small market, it is difficult if not impossible today for luxury brands to have a local presence in the form of offices or stores. So they have to rely on agents, representative or distributors to promote their brands. They have to be very careful about the control of the latest, which should have a very good understanding of the positioning of the brand, to develop a communication and display the products while respecting the value and image of the brand.Denis Morisset also explained the importance of branding. He said that even if most people cannot access luxury brand products and services in Cambodia, and if they only buy the counterfeit today, it already means that they have a dream for it. It is also a way to spread the brand names. Once the economy will pick up, people with start getting the purchasing power and those will make the difference between the real luxury brand product and a mere copy, and they will want the original. This phenomenon has already been observed in China where consumers are really crazy for luxury brands.
Comments from a participant
Mr.BanVithou,our marketing instructor, commented that: most students, during the conference were questioning about Luxury brand whether they can be successful in Cambodia, as Cambodian people are poor and are used to counterfeit products and the prices are cheap as well. These concerns were not answered directly but instead Mr. Denis MORISSET tried to link up with early year of China economic development versus the current Cambodian situation. Mr. Denis MORISSET clarified that “China was also a poor and very popular country using counterfeit products. But now Chinese people rather choose to use real luxury brand.” He reasoned that “China’s economy is better and Chinese are more knowledgeable in term of products, as they have been working hard so they would pamper themselves with quality of products and brand.”
The knowledge that the business school students got from the conference
It was a great opportunity for both teacher and students at PSE to get a feel for the expectation in terms of quality and service expected from international luxury brand and to be exposed to an experienced professional in brand and luxury, We got some knowledge from the conference that Luxury and brand are very important for companies in Cambodia and for people as well. One more thing, we know that people in Cambodia today are poor and are used to counterfeit products and price are cheap as well. So we are so happy having this conference was so good for the students in business school, We hope that next time we will have different conferences that will be as good as one.The authors
Mr. DENIS Morisset worked for many years in the luxury industry before working as a university teacher and directing the ESSEC Luxury MBA.
Mrs. IRIART Eléonore, Marketing Professor
Mr. Nil Sambath,student of (BSH2) Business High Level School
Mrs. Soung Sephan of (BSH2) Business High Level School
Mrs. Chhoeun Chantha of (BSH2) Business High Level School
Mr. Prak Chandara of (BSH2) Business High Level School
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